The Shift in Car Culture: From Passion to Price Tags

Ever since Twitter started its slow descent, I've been spending more time on Instagram and YouTube to get my fix of endless scrolling. After steering clear of these platforms for a while, I've noticed a major shift in the way cars are discussed online. It's all about the price tag now, taking center stage over any other cool or unique feature of these machines.

This trend is doing a real disservice to the cars we cherish and the community we've built around them.

Let's be real for a sec—cars have always had a monetary aspect to them. Remember those Barrett-Jackson auctions that have been a TV staple for ages? However, for most car enthusiasts (myself included), cars are more than just investments. They're about the drive, not just the dollar signs. Unlike that Picasso on your wall, a Jaguar E-Type is as much about beauty as it is about utility.

The value of a car doesn't just come from its maker like it does with traditional art. Instead, cars like the '62 to '64 Ferrari 250 GTO or the '64 to '66 Ferrari 500 Superfast are legends in their own right, not just because they're rare but because of what they've achieved. The Superfast may not have the racing pedigree, but the 250 GTO? It's a beast on the track and has a handling reputation that's just as legendary as its performance, which explains why it's worth a fortune today.

Despite their jaw-dropping values, you can still see a 250 GTO tearing it up at vintage racing events like the Goodwood Revival. Because that's what they're built for—racing, not just sitting pretty.

Yet, when you flick through Instagram, you'll find that most posts about these cars scream about their price tags. It's all about flexing wealth. There's this video of two 250 GTOs nearly bumping into each other, and the focus? Their combined worth of £100 million. This focus on money is everywhere, from automotive photography to car show clips and it even seems to influence some car owners themselves. The last guy who bought a Bugatti Chiron made sure we all knew just how many zeros were on his bill.

This obsession with price tags is likely fueled by the extravagance seen in popular YouTube channels like Mr. Beast or lifestyle influencers like SupercarBlondie, who mix luxury cars with jets and mansions. It blurs the line further, focusing on wealth and the luxury lifestyle rather than the cars themselves.

And let’s not even start on the hypercar market, where mega price tags and outrageous specs are becoming the norm, often detached from the cars' actual use or functionality.

A lot of this can probably be traced back to Instagram itself. Studies suggest that heavy Instagram Reel consumption is linked with a higher degree of escapism and narcissism, traits that also correlate with a materialistic chase after luxury and status symbols.

While it's hard to pin down exactly how Instagram’s algorithms favor this wealth-focused content, the effects are clear. Content creators get the message loud and clear: Money talks.

I chatted with Matt Farah, host of The Smoking Tire and owner of Westside Collector Car Storage, who knows a thing or two about supercars and what clicks online. Despite his access to some of the priciest cars, Farah avoids money-centric titles and focuses on the cars and their stories instead. But, as he told me, drama, negativity, and wealth do tend to drive higher engagement online.

Yet, Farah chooses to stay away from that. Why? In his words, "I have the tiniest bit of pride. I don’t want my brand to be all about money, drama, or negativity."

It's refreshing to hear that, especially in a scene where the excitement of grassroots car culture is being overshadowed by a relentless focus on wealth. Cars aren't just investments; they're meant to be driven, experienced. And honestly, the more a car's value is highlighted over its use, the less we get to see these machines where they belong—on the road.

Grassroots car culture is a diverse, vibrant world where a ratty Miata can share track space with a pristine 911 GT3. It's a culture worth preserving, and I'm not about to let Instagram's wealth obsession change that.